Insight Sources: Broadcast insights estimated by Kantar.
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Accenture Song. | Agency Profile, Contacts, AOR, Client Relationships
Service: digital & CRM agency
- Main Telephone
- (212) 499-2000
Primary Address
225 Liberty Street
New York,
NY
10281
USA
Accenture Song. Contacts
Contacts (5/81)
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Jason K. | Chief Creative Officer - North America | NY | ||||||||||||
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Julia A. | Chief, Staff | NY | ||||||||||||
Georgine A. | Executive Vice President & General Manager | NY | ||||||||||||
Barry W. | Principal, Marketing & Communications | NY | ||||||||||||
Glenn H. | President - North America | NY |
WinmoEdge
TGI Fridays taps marketing chief (Score 53)
Sales lead: Keep an eye on this company because this hire may lead to spend shifts and agency reviews.
- TGI Fridays (TGIF) appointed Brandon Coleman as CMO in October 2022.
- Coleman most recently served as Dave & Buster's CMO.
- He was president of Del Frisco's Grille prior to that.
TGIF's target demographic: Gen-Xers & millennials
The company will likely:
- Return to pre-Covid spending levels
- Experiment with new marketing channels
- Review the agency roster
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: TGIF spent around $101.1k on national TV ads YTD, and it did not allocate any budget toward this channel during the same time period of 2021.
- Last year: It spent around $3.7m in 2020, all during Q1.
- It did not air any national TV ads in 2021.
- 2022 ad programming: It placed ads during programming such as 90 Day Fiancé: Before the 90 Days, Street Outlaws: Fastest in America, Evil Lives Here, On the Case with Paula Zahn, and Diners, Drive-Ins and Dives.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: TGIF spent close to $2.3m on digital display ads YTD, just 59% of the $3.9m spent in this channel during the same time period of 2021.
- YTD data: 358m impressions via Facebook (53%), Instagram (24%), desktop display (18%), mobile display (4%), and desktop video (1%).
- Last year: Full-year spend fell by 28% from $6.1m in 2020 to $4.4m in 2021.
- Ad location: It placed 86% of these ads directly onto sites such as facebook.com, instagram.com, yahoo.com, fandom.com, and autos.aol.com. It placed 14% of these ads through multiple indirect channels onto sites such as msn.com, zillow.com, yahoo.com, engadget.com, and cnn.com.
Additional channel insights
- It also invests in OOH, print, and local broadcast.
Agency analysis:
- Opportunity: The CMO hire will likely affect the company's agency roster.
- Current roster:
- Universal McCann Detroit: media AOR
- McCann New York: creative AOR
- Ink Link Marketing LLC: PR AOR
- Accenture Song: digital
- Norton Creative: creative
- In-house: creative